Start with the exact product
A fair comparison uses the same brand, model, size, pack quantity, condition and included accessories. Similar-looking products are not automatically equivalent.
Compare the payable total
Delivery and unavoidable charges belong in the comparison. A lower item price can still produce a higher amount at checkout.
Check when it was observed
Retail prices change. Crudde comparison evidence will need a source, timestamp, matching basis and automatic expiry. An expired comparison should not remain visible as a current claim.
Keep the evidence current
Specifications, delivery and price claims should be checked again at the point of purchase. A useful guide does not replace current product information.